Millionaire entrepreneur Duncan Bannatyne will cast his eye from the Dragon’s Den to the catwalk after being named star judge of this year’s final of the Miss Sunderland competition.

Organisers say they are thrilled the high-profile TV celebrity has agreed to head the panel at next month’s sixth annual beauty pageant.

Mr Bannatyne, 65, who is to leave the popular BBC show later this year, is looking forward to the new challenge of judging the figures of models rather than those of budding businesses.

He said: “I was delighted to be taking part in this prestigious and premier competition, which I know attracts girls from all across the North East.

“Judging a beauty contest is certainly something new to me and is quite different to anything I’ve encountered on the Dragon’s Den, but I’m really looking forward to it.

“I have been asked before but my business and television schedule has never permitted it, but this year the timing is perfect.

“I know the organisers have put a lot of hard work in and I hope that my being involved will help add to its growing success.”

His participation is a major coup for co-organiser Simon Robertson, whose Headline Models and One Voice Productions company hosts the event and who has known Mr Bannatyne for a number of years.

It also adds extra kudos to a competition that has this year changed and expanded its format to reflect the modern world by allowing competitors up to the age of 27 and who can be married or have children.

To do so, it has moved from links with Miss England to Miss Great Britain, which has different entry criteria.

Simon said: “I’m thrilled that Duncan has agreed to take part. To have someone of his profile is incredible and really raises the bar.

“He’s known to millions from his role in the Dragon’s Den, where he has proved himself very astute and sharp, yet at the same fair-minded and down to earth.

“For the last few years I’ve asked him to take part but he’s not been able to, so it was great to hear his say ‘yes’ this time around.

“He will add much to the contest, including star quality, and I’m sure this will be the most memorable Miss Sunderland yet.”

Twenty-two girls from across the region have won their way into the final, which has an Alice in Wonderland theme and takes place at The Pullman, in Whitburn Road, Sunderland, on Friday, September 12.

The rounds this year are based on Alice in Wonderland, with a very special surprise, swimwear through the years, and evening wear.

Launched in 2009, Miss Sunderland has become the premier North East beauty competition, with its charitable element raising over £25,000 for The Foundation of Light, Help for Heroes, Grace House Children’s Hospice, and Marie Curie Cancer Care.